10 big ideas for online media sales teams Getting to grips with online media sales Digital Media Sales Academy

Transcription

1 Building strength in digital media sales teams 10 big ideas for online media sales teams Getting to grips with online media sales Digital Media Sales Academy Strengthening your team with the knowledge about how the online markets work is key to unlocking pent-up potential. Even a great sales person can be lost in the maze of metrics, daunted by the jargon and unclear about whether the products being pitched will meet client objectives. Get the knowledge to the right level and not only does each person s productivity increase, but the whole crew comes together to deliver better results. This practical one day course will cover the basics, answer those unanswered questions and help your team pull together to sell online media effectively.

2 Building stronger online sales teams The Digital Media Sales Academy

3 Building stronger leadership teams 1. Accept the world as it is A lesson about disintermediation and the 5:1 recruitment revenue challenge Publishing Strategy Academy Digital Training Academy In the digital networked economy companies have the opportunity to easily deal direct with other parts of the supply chain. This removal of intermediaries can challenge media groups and the first wave of those challenges is being felt in the falling volumes and yields of recruitment advertising in North America and Western Europe. The 5:1 problem The 5:1 problem $ Recruiter Advertise offline media Advertise online media Advertise on own site Advertise on free site ads to Jobseek Jobseeker Your offline rate Standard rates Your online rate Standard rates Digital Strategy Consulting Ltd

4 Making sense of a digital world 2. Sort out your sales data: make a defensible case A lesson from the Digital Management Information Academy Masterclasses for web publishers Digital Training Academy Learn what to count, how to count it, and how to use what you count. In our Management Information Academy you ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking the wrong thing altogether. Find out what to trust and what to ignore. Get it right and together your KPIs and market intelligence can be turned into a digital nervous system for your online business; driving decisions and shaping strategy. What should you count? Hits s RegistrationsLogins Pimps Posts Bouncebacks Frequency Click-throughs Ad plays s Minutes Responses Searches Reach Open rates Plays Visits Clicks Unsubscribes Impressions Conversions Uniques Gone-aways Cookies Brochure requests IPs Streams Views Pass-on rates CVs delivered Megs Streaming Audio Leads Mouseover events Customers RSS subscriptions Uptime SMSs sent What should you count? FrequencyPosts Click-throughs Reach Visits Clicks Impressions Cookies Uniques Leads Tip for your marketing toolbox Find the right metrics for your firm Digital Strategy Consulting Ltd

5 Audience KPIs to consider Digital Strategy s 5 Ps of traffic People (unique users) Pages (impressions) Persistence (stickiness / duration of visit) Pulling power (repeat visits) Passion (intensity of their activity) but some sales execs told us: I didn t know the number I didn t get it right I knew the number but not the metric My real numbers were too small I just don t understand what it means Making sense of a digital world A lesson from the Digital Competition Academy Masterclasses for web publishers Digital Training Academy 3. Know your real market position Capturing and interpreting the signals from the market gives you a sense of where your brand is today and can be the early warning system for changes heading towards your business. Get it right and your competition tracking and KPIs act as the digital nervous system for your business; driving decisions and fuelling strategy. Digital Strategy Consulting Ltd

6 How well are you doing? Traffic Your print title Great! How well are you doing? Traffic Industry average Your site Not so great Other sites Time Time How well are you doing? Traffic Industry average Not so great Your site How well are you doing? Traffic (indexed) Average of addressable market Describe the industry average, or cite a basket of competitors Time 100 Your site Re-index to the industry average Time Track market share Digital Strategy Consulting Ltd

7 Making sense of a digital world A lesson from the Digital Creative Academy Getting to grips with digital advertising formats Digital Training Academy 4. Sort out your product mix Learn about the formats of online advertising and how they developed to the rich variety of what we have today. Discover how we are still on a journey within format development and how different firms are gradually adopting the new models. Appreciate why standardisation matters, but why the freedom to create unique arrangements remains a strong part of the marketer s options. Find out why the simple formats remain the most popular. Follow our hints and tips and discover what you need to know. The Universal Ad Package 180 X X 600 A pair of old favourites tried and tested European formats 120 x 600 The First Skyscraper 300 X x 60 Traditional banner 728 X 90 Digital Strategy Consulting Ltd

8 Make your.. Formats large Pages uncluttered Choices simple And teach your sales teams so they truly understand the product mix 5. Know your competition Building marketing craft skills A lesson from the Search Marketing Academy Understanding where search fits The Search Academy If you re going to do the hard work of getting your search terms up the PPC listings, you need an advert that motivates people to click on it. Good copywriting will significantly increase your Click Through Rate. Many of the principles of good off-line copywriting apply, but there are some crucial differences. In this session, we'll take you through some of them. Digital Strategy Consulting Ltd

9 What clicks with you? The digital media mix % share of revenues for January to June 2007 Title 0.6% 21.5% Display Classifieds Paid for search Solus Description 57.1% Half year total 1,334.3m 20.8% URLs IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Making sense of a digital world A lesson from the Media Planning Academy Getting to grips with online media planning Digital Training Academy 6. Unlock dayparting; sell different cycles Learn how online media planning builds on the familiar concepts of reach and frequency from traditional media. Discover how you can get your media space to work harder for you on the web. Find out what s worth tracking and why there are many false friends when it comes to accountability. Follow our hints and tips and discover what you need to know. Digital Strategy Consulting Ltd

10 % of Audience Daytime is prime time Use dayparting to boost yields 80% 70% 60% 50% 40% 30% 20% 10% 0% 12:00 AM 1:00 AM UK Italy Germany France Spain (home only) 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM Making sense of a digital world Digital Media Targeting Academy Online targeting within web advertising Digital Training Academy 10:00 PM 11:00 PM Source: Nielsen//NetRatings Wastage is the media planners key enemy. Whatever the brand, the media channel or the campaign objective, at some point it all boils down to one deceptively simple challenge: a definition of the audience you re looking for and the search to find them. Follow our hints and tips and discover what you need to know. 7. Unlock behavioural targeting; sell different cycles Marketing s s journey One to all One to many One to few One to very few One-to-one and now Them-to-you: participatory marketing Digital Strategy Consulting Ltd

11 Adoption curve: Targeting by ad volume Use of geo targeting (% of potential total ad inventory) Use of behavioural targeting (% of potential total ad inventory) Use of frequency targeting (% of potential total ad inventory) Use behavioural targeting to boost yields Raise average CPMs Reach new advertisers Gain more knowledge about readers Making sense of a digital world Digital Advertising Traffic Academy Getting to grips with forecasting your inventory Digital Training Academy 8. Unlock revenue through ad ops execs You can t buy media that isn t there. In classic media that wasn t a problem because media owners and buyers could accurately predict the number of pages in a magazine, the minutes of commercial airtime in broadcast media or the number of outdoor poster sites available. Not so in online: this is a media channel where the audience creates the advertising inventory and people just are not that predictable! In this session we look at the challenges of forecasting inventory and some of the things you can do. Digital Strategy Consulting Ltd

12 Forecasting: many the benefits Short term Availability for your current campaigns Medium term Anticipating bottlenecks and cold zones Tactical revenue maximisation Revenue forecasting 9. Lead your team Longer term Understanding how supply and demand should influence price Anticipating human or systems resource needs in your team Strategic revenue maximisation Influencing product or content strategy Making sense of a digital world Digital Leadership Academy Shaping the digital networked society Digital Strategy Consulting In times of huge economic and social change, knowledge becomes a critical success factor. We created the Digital Thought Leaders interviews and profiles to bring you closer to people and brands shaping the digital networked economy. They are based on private interviews and public lectures, and are published monthly. The aim is to unlock the potential of your team through sharing leading edge insights from people shaping the digital networked economy. If we can bring you closer to the people shaping this new work then your company and team will be stronger in their knowledge and vision. The future of magazines Richard Eyre, media pluralist The real risk for media groups is that a disruptive new element brings people together better than a newsstand brand does. I don't say that magazines are doomed but I do think that the jury s out on whether they migrate online, and its only the ones that migrate online effectively and create those communities and manage those communities well that will survive. Nov 2006 Digital Strategy Consulting Ltd

13 Build the team and their skills 10. Build your team Invest in training Develop a strong sales model Evaluate sales capabilities Build the sales teams skills And Darwin gets the last word It s s not the strongest or most intelligent species that survive; Next steps it is the one most adaptable to change Digital Strategy Consulting Ltd

14 Accelerating your online sales Everything changes Many new revenues out there, and massive change in existing advertising spend Publishers miss the revenues Most publishers fail to build web revenues effectively, damaging their print titles as well as creating an underperforming digital edition It s tough to build digital strategies Developing sales strategies and training that changes teams is a big challenge These lessons should help you They re just a few from the Digital Media Sales Academy training programmes that have been helping boost the revenues of media sales teams since 2004 Log on to your Digital Classroom How we can help you accelerate 1. Digital Classroom for Media sales Publishers 2. Digital Insight Reports Tutor s insights: Hints and tips for media sales teams Digital Insight Report: Digital Media Planning 3. Digital Training Academy intensive skills programme Digital Media Sales Academy - conversion courses for print teams Digital Media Sales Academy - advanced courses for those with 2 years experience Digital Media Sales Academy - masterclasses for experienced online sales teams Digital Media Sales Academy - revenue / yield strategy workshops Digital Media Planning Academy Digital Advertising Trafficking Academy Digital Publishing Strategy Academy Digital Product Development Workshops Digital Training Academy In-company and public access courses Digital Publishing Academies Commercial strategies for online publishers 28 February 2008 Digital Publishing Strategy Academy (masterclass) Online marketing essentials 6 March 2008 Digital Marketing Academy (acceleration course) Online advertising sales 7 March 2008 Digital Media Sales Academy (acceleration course) Content strategies for online publishers 27 March 2008 Digital Publishing Strategy Academy (masterclass) Recap: Key takeouts Boosting your traffic from search engines 3 April 2008 Digital Search Academy (acceleration course) Marketing through blogs and social media 4 April 2008 Digital Blogging Academy (acceleration course) Effective publishing 26 June 2008 Digital Academy (acceleration course) Discounts at Publishing Expo 150 discounts for places booked at Publishing Expo Digital Strategy Consulting Ltd

15 Ten tips to boost your revenue 1. Accept the world as it is 2. Sort out your sales data: make a defensible case 3. Know your real market position 4. Sort out your product mix 5. Know your competition 6. Unlock dayparting; sell different cycles 7. Unlock behavioural targeting; sell different cycles 8. Unlock revenue through ad ops execs 9. Provide leadership 10. Build your team Building stronger online sales teams The Digital Media Sales Academy Danny@DigitalTrainingAcademy.com More information? Contact: TheTeam@DigitalStrategyConsulting.com +44 (0) Digital Strategy Consulting Ltd & Partners Remember that the use of these materials is subject to our terms and conditions, they are client confidential and are not to be distributed to other parties Digital Strategy Consulting Ltd

16 Building stronger online sales teams The Digital Media Sales Academy More information? Contact: +44 (0) Digital Strategy Consulting Ltd & Partners Remember that the use of these materials is subject to our terms and conditions, they are client confidential and are not to be distributed to other parties